CHALLENGES OF AGORA OF DIGITAL SOCIETY

The article attempts to use the theory of conceptual metaphor to compare distant communicative practices of Ancient Greece and modern times. The author interprets digital communications and social media as Digital Agora, or Agora 2.0. Just as during ancient times the influence of the Agora made the Athenian aristocracy reckon with the demos, the influence of social media has significantly reshaped the modern political process, limiting the former capabilities of the elites. The use of the conceptual metaphor of Agora 2.0 allows the author to clarify similarities in the functioning of open communication systems, within which the mass dissemination of persuasive fake news and/or foreign interference in the electoral process turn out to be essentially insurmountable. Societies have to adapt in order to compensate for the potentially destructive effects of agorocentric structures. According to the author, it is still an open question of whether the Digital Agora will cope with numerous challenges, or whether the trends causing irreparable damage to democratic institutions will prevail. When examining a potential response to the challenges posed by the existence of the Digital Agora, the author makes use of a biological metaphor of an immune response, employing it to analyze most probable scenarios - from a radical ban on the Agora 2.0's very infrastructure to the introduction of subtle homogenizing institutions that prevent the unchecked growth of populist influence.